When you are starting a PPC campaign you have the option to choose how your ads will be displayed. In the campaign settings there is an option named “Ad Serving” with two options: Optimized or Rotate. How can we benefit from this feature?

A new PPC campaign should contain at least two ads per ads group. It’s the best way to test your ads and to check which ad converts the best.
Professional affiliate marketers do not tend to know what the ad that will convert the best, which ads headline will get the most user attention etc. We keep try and try until we have enough data that can support a good conclusion.

To collect the data correctly you need to the set the “Ad Serving” option to Rotate.
That will assure that both of the ads will be displayed equality and will give you the chance to check which of them get the highest CTR (click through rate).

For a new PPC campaign you are advised to track your ads on a daily basis. If you find a big gap between the ads CTR, edit the ad with the low CTR. Try to improve it based on the elements that worked for the ad with the high CTR. Working like that will not only leave you with high CTR ads but you will pay less per click as I explained in a previous post: High CTR vs High ROI

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